Can Good Social Media Be Bad For Your Brand?

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The old statement “The more things change, the more they stay the same” still applies at least in some ways to the relatively new issues of social media brand development.

How? Because just like in traditional media, campaign creativity, popularity and even professional recognition don’t always equate to increased revenue or market share gains.

In a recent article published on the Advertising Age website, marketing communications veteran Al Ries reported that two social media campaigns for Burger King had recently been named as among the 10 best in the last decade by the One Club for Art and Copy in New York.

Unfortunately, he also went on to explain that Burger King’s percentage gains in sales in the past decade ranked them behind Wendy’s, Carls Jr, Jack in the Box, McDonald’s and Whataburger. Not only are they falling behind the other national chains, they are losing ground to a number of smaller hamburger chains as well.

Ries does not deny that Burger King’s social media campaigns deserved the awards they received. In and of themselves, they are quite engaging. As is the case with much of their traditional marketing communications which has also won numerous awards through the years. All this recognized work is very well done.

But the point is, entertainment value does not equate to sales. It doesn’t make potential customers prefer Burger King hamburgers more than other brands or motivate them to actually make a purchase.

Ries also makes another important observation. He describes how social media has dramatically expanded the audience a brand can reach and engage, citing examples of the globalization of music, movies, sports and even ideas. This can be both good and bad.

The value of a larger audience is obvious, but the danger of a more connected world is a globalization of thought. A bigger concentration of generalized or average expectations where every option seems about the same because competing brands all try to satisfy the desires of the masses.

As a result, rivals find themselves trying to win greater attention with more effort focused on entertainment and less on substance. At one point Ries makes the statement that social media can actually make bad marketing strategy fail faster.

Going viral isn’t always good, especially when the message being carried is negative. Or even if it’s just inconsistent with messages being delivered through other communication channels. That builds confusion and makes standing out from the average expectation of customer options more difficult.

The solution Ries recommends is simple. Focus on a simple message that is clear, direct, distinct and consistent. In a world becoming increasingly more monolithic, create a brand that is laser sharp and refreshingly different.

Because different can do more than entertain. It can build preference and motivation. Employed consistently in both traditional and social media, it can build interest, engagement, demand and sales.

Read Al Ries full article on the Advertising Age website.

To talk to someone about helping you convey your brand difference through both traditional and social media, contact us today by e-mail or phone 903-534-5220.